Maternal-fetal medicine practice marketing: high-risk pregnancy pages, ultrasound and screening claims, referrals and privacy

A maternal-fetal medicine practice is found by a pregnant patient whose obstetrician just said the words “high risk”, by someone with diabetes, high blood pressure, lupus or a kidney condition who is planning a pregnancy, by a patient told that a screening result came back abnormal, and by an obstetric practice looking for a consultant down the road. The patient arrives worried, and the referring office wants to know it will get the patient back with a clear plan. How do you describe a high-risk pregnancy without frightening people or promising a healthy baby? What can an ultrasound page or a prenatal screening page say? How do you handle referrals from obstetricians, and what does a page owe a patient who is struggling with their mood? This guide covers what the American Board of Medical Specialties, NICHD, MedlinePlus, the FDA and NIMH say, and the federal advertising, referral and privacy rules that shape a maternal-fetal medicine practice’s pages.

Three related topics have their own guides and are not repeated here. Privacy rules for reproductive health information, birth stories, ultrasound images and reviews for an obstetric practice are covered in our guide to OB-GYN practice marketing. Selling genetic tests, what a result can show and genetic privacy are covered in our guide to genetic testing marketing. Elective ultrasound sessions and keepsake images are covered in our guide to keepsake ultrasound studio marketing. This guide covers what is specific to a maternal-fetal medicine practice. Practices that hand out cord blood bank materials should read cord blood banking marketing.

What ABMS, NICHD and MedlinePlus say about high-risk pregnancy care

A maternal-fetal medicine page starts with what the subspecialty is and what a high-risk pregnancy means. The sources describe it this way:

• The American Board of Medical Specialties page for the American Board of Obstetrics and Gynecology (checked October 30, 2026) lists Maternal-Fetal Medicine as a subspecialty and says a Maternal-Fetal Medicine subspecialist cares for patients with high-risk pregnancies or medical conditions that can affect pregnancy, and helps manage complications involving the pregnant patient, the fetus, or both.
• The NICHD page High-Risk Pregnancy (last reviewed November 6, 2018) says a high-risk pregnancy is one in which the mother, the fetus or both are at higher risk for problems during pregnancy or labor than in a pregnancy without those risks, and that treatment depends on the risk factors and overall health of the mother and fetus.
• The NICHD page What are some factors that make a pregnancy high risk? (last reviewed January 13, 2025) lists existing health conditions such as high blood pressure, diabetes, kidney disease, autoimmune disease and thyroid disease among the factors, and says the list is not meant to be all-inclusive and that each pregnancy is different.
• The NICHD page How is high-risk pregnancy treated? (last reviewed November 6, 2018) says that in a high-risk pregnancy, providers will want to keep a close watch on the woman and the pregnancy to detect potential problems as quickly as possible so that treatment can start before the health of the woman or fetus is in danger.
• The MedlinePlus Health Problems in Pregnancy topic page (last updated July 2, 2025) says having specific risks in one pregnancy does not mean a patient will have them in another, and that a patient with a chronic condition should talk to their provider about how to minimize risk before getting pregnant.

Two points shape the marketing. First, the patient arrives on a referral, frightened by a label, so the page has to explain what the label means in plain words without adding to the fear or making promises. Second, the care is shared: the subspecialist consults or co-manages with the obstetric clinician, so the page has to say who does what, and who the patient calls, before and after the visit.

Explaining the subspecialty and the care model

Patients and referring offices search for “maternal fetal medicine”, “perinatologist” and “high-risk pregnancy doctor”. Use all three on the page, and define the subspecialty in one plain sentence near the top: an obstetrician with additional training and certification in caring for pregnancies with higher risk. Then say what the practice actually offers, which may be a consultation, detailed ultrasound, ongoing co-management or delivery at a named hospital. A practice that does not deliver should not imply that it does, and one that consults only should not suggest it replaces the patient’s obstetrician.

Name each physician with their degree and the board certification by its full name, American Board of Obstetrics and Gynecology, with Maternal-Fetal Medicine as the subspecialty. Name each sonographer, genetic counselor, nurse practitioner or diabetes educator with their credential. Titles, scope and who may perform or read an ultrasound are set state by state. A page that lists a genetic counselor should say what that person does at the visit and whether the counselor is part of the practice or a partner.

Phrases that need rewriting:

• “High-risk pregnancy experts” with no names or credentials. Name each physician and give the board and subspecialty in full.
• “We take over your care” on a page for a consult practice. Say whether the practice consults, co-manages or delivers, and that the patient’s obstetrician stays involved where that applies.
• “We handle every complication”. List the conditions the practice sees and say when and where it refers.

Writing about high-risk pregnancy without fear or promises

“High risk” is a clinical label, and a patient reads it as danger. NICHD defines it as a higher risk for problems during pregnancy or labor, and says that providers keep a close watch so that treatment can start early. That supports a page that explains the label, lists the conditions the practice sees and describes the extra monitoring and visits. It does not support a page that piles up frightening outcomes, and it does not support a promise of a healthy pregnancy or a healthy baby.

Under 15 U.S.C. 45, deceptive acts or practices in commerce are unlawful, and 15 U.S.C. 52 prohibits false advertisements likely to induce the purchase of drugs, devices, services or cosmetics. The FTC staff Health Products Compliance Guidance says claims about the health benefits or safety of health-related products require competent and reliable scientific evidence, and that an advertiser is responsible for the claims its ads convey, including implied ones. A headline about healthy babies, or a rate of good outcomes, is a results claim. Leave rates and outcome numbers off the page unless counsel has reviewed the substantiation and the page quotes and attributes the source.

Phrases that need rewriting:

• “We make sure your baby is born healthy”. The sources describe monitoring and treatment that depend on the risk factors. Describe the care, not an outcome.
• “Lowest complication rates in the region”. That is a comparison and a results claim. Leave it out unless counsel has reviewed the data behind it.
• “Don’t risk your baby’s life with an ordinary OB”. Fear copy that runs down the referring clinician is out of place. Say what the practice adds.
• “Diabetes in pregnancy? We’ll keep it under control”. Say what the visits, monitoring and education involve.

Ultrasound pages

Detailed ultrasound is a large part of what patients and referring offices look for. The MedlinePlus encyclopedia article Ultrasound pregnancy (review date March 17, 2026) says a pregnancy ultrasound may be done to determine if there is a problem with the pregnancy, how far along it is, or to take measurements and check for potential problems, and that ultrasound may be performed to guide certain diagnostic procedures that test the placenta and amniotic fluid for genetic disorders. Those words give an ultrasound page what it needs: why the exam is done, how to prepare, how long it takes, who performs it and who explains the results.

The FDA page Ultrasound Imaging (content current as of September 19, 2024) says ultrasound imaging is generally considered safe when used prudently by appropriately trained providers, that ultrasound energy has the potential to produce biological effects and can heat tissue slightly, that the use of ultrasound solely for non-medical purposes such as keepsake videos has been discouraged, and that keepsake images or videos are reasonable if they are produced during a medically indicated exam with no additional exposure. It recommends that patients talk to their provider about the reason for the exam, the information it will give, the potential risks and how the results will be used.

So a medical ultrasound page should not market 3D or 4D images as the reason to book, should not sell a longer scan for better pictures, and should not describe the exam as risk-free. It can say that images may be shared when the exam allows. Our guide to keepsake ultrasound studio marketing covers the elective side.

Phrases that need rewriting:

• “See your baby in 4D, book a bonus session”. The FDA discourages ultrasound solely for keepsake purposes. Say why the exam is done and that images may be shared when the exam allows.
• “Our ultrasound will catch any problem”. MedlinePlus describes checking for potential problems. Say what the exam looks at and that the physician explains what it shows.
• “Completely safe, no risk”. The FDA says ultrasound is generally considered safe when used prudently by trained providers. Use that framing or describe who performs the exam.

Prenatal screening and diagnostic testing

The words “screening” and “diagnosis” carry the highest risk on a maternal-fetal medicine site. The MedlinePlus Prenatal Testing topic page (last updated June 18, 2025) says there are two types of prenatal tests: screening tests look at risk but do not diagnose problems, and an abnormal screening result does not mean there is a problem; diagnostic tests help determine whether the patient or fetus has a certain health problem. It says the patient and provider can talk about the risks and benefits of the tests and the information they can give.

The MedlinePlus Prenatal Cell-Free DNA Screening page (last updated March 19, 2024) says the blood test checks whether the baby is more likely to have certain conditions caused by an abnormal number of chromosomes, that it cannot tell for sure whether the baby has a chromosome disorder, that a positive result means an increased risk, and that other tests such as amniocentesis or chorionic villus sampling are needed to confirm a diagnosis. It also says the patient may want to speak to a genetic counselor before testing. A screening page should use that language: screening, increased risk, confirm with a diagnostic test, and talk with a genetic counselor.

Do not describe a screening test as a diagnosis, as definitive or as able to rule a condition out. Do not use accuracy figures from a lab’s brochure without counsel’s review of what they measure. Our guide to genetic testing marketing covers result claims and genetic privacy in depth.

Phrases that need rewriting:

• “Know for sure with a simple blood test”. MedlinePlus says cell-free DNA screening cannot tell for sure. Say it screens for an increased risk and that a diagnostic test confirms.
• “[number]% accurate NIPT”. A bare figure is a results claim that hides what it measures. Leave it out unless counsel has reviewed it and the page explains it.
• “Rule out birth defects early”. Say what the screening looks for, what a positive result means and what comes next.

Perinatal mental health on the page

Patients in a high-risk pregnancy carry a lot, and a page that mentions mood and anxiety helps them ask. The NIMH publication Perinatal Depression (revised 2023) says perinatal depression includes depression during pregnancy and in the weeks and months after childbirth, that it can be treated, that mood changes severe or lasting longer than 2 weeks after childbirth may be signs of postpartum depression, and that a provider can explain the treatments. It says that anyone struggling or having thoughts of suicide can call or text 988, and that someone with symptoms of postpartum psychosis should seek immediate help by calling 911 or going to the nearest emergency room.

A page can say that the practice asks about mood at visits, name who the patient talks to and how referrals to a mental health clinician work, and give the 988 line for a crisis and 911 for an emergency. It should not promise a treatment outcome, should not describe a medicine by name, and should not invite patients to describe a crisis through a web form or a portal message that nobody watches after hours. Our guide to psychiatric practice marketing covers mental health practice rules.

Referrals from obstetric practices

A maternal-fetal medicine practice lives on referrals from obstetricians, family physicians and midwives, and its marketing to them, through visits, lunches, newsletters and referral portals, is where the federal referral rules apply. Under 42 U.S.C. 1320a-7b(b), the federal anti-kickback statute, it is a crime to knowingly and willfully offer, pay, solicit or receive any remuneration to induce or reward referrals of items or services payable by a federal health care program. Rules on referral fees and fee splitting are also set state by state. Our guide to patient and physician referrals covers the general rules. For a maternal-fetal medicine practice, keep these points:

• Do not pay, discount, share space or staff with, or give gifts to a referring practice in return for patients without counsel’s review.
• Referral materials say what the practice offers, how to send a patient, what records to send and how the consult report comes back.
• A referral portal or fax line is the place for patient records, not a marketing email list or an ad platform.
• Practices that see Medicaid patients follow the rules in our guide to marketing to Medicaid patients.

Privacy, pixels and ads

A booking for a detailed ultrasound or a screening consult reveals a pregnancy and may reveal a concern about it. Keep those bookings and page clicks out of tracking pixels and ad platform tools unless a written agreement covers them; our guide to tracking pixels on practice websites covers the setup. The Google Ads personalized advertising policy lists health among its sensitive interest categories and restricts targeting based on it. Public ads can target by place and by search terms, and they should never be built from the practice’s patient list.

Under 45 CFR 164.501, a communication about a covered entity’s own treatment for an individual can fall outside the definition of marketing, while a mailing that promotes a third party’s product generally needs a signed authorization under 45 CFR 164.508. The federal rule on reproductive health privacy changed in 2025, and our OB-GYN guide gives its status as of its checked date. Check it, and state laws on reproductive and consumer health data, with counsel before a privacy page or a campaign goes live.

Patient stories

A family that welcomes a baby after a hard pregnancy makes a strong story, and it is one family’s result. Under 16 CFR 255.2, an ad that shows one person’s result on a key attribute is likely to be read as what others will generally achieve, unless the practice has substantiation for that or clearly and conspicuously discloses what people can generally expect. Get the patient’s signed authorization under 45 CFR 164.508 where the practice is a covered entity, ask before showing a newborn, leave out diagnoses the patient has not chosen to share, and remember that a story about a loss is never marketing material without the family’s clear wish. Our guide to testimonials and before and after photos covers the full rules.

Illustration: two maternal-fetal medicine pages

Illustration: a page reads “High-risk pregnancy? Don’t gamble with your baby. Our perinatologists promise the best outcome, with 4D bonus scans and a blood test that tells you for sure if your baby has Down syndrome. Fill in your due date, diagnosis and insurance to book.” It uses fear, promises an outcome, sells keepsake scans on a medical page, calls a screening test definitive and collects health details through a booking form.

Illustration: a second page for the same practice reads “Your obstetrician referred you to us because your pregnancy needs a closer watch. [Physician name], board certified by the American Board of Obstetrics and Gynecology in Maternal-Fetal Medicine, works with your obstetrician on a plan that fits your health and your pregnancy. Your visit may include a detailed ultrasound and a talk about screening and diagnostic tests with [Clinician name, license], our genetic counselor. Read what NICHD says about high-risk pregnancy. If you are struggling with your mood, tell us at any visit; in a crisis, call or text 988, and in an emergency call 911. Call [phone] to book; we will ask about your records and insurance by phone.” It explains the label, names the credential, describes care without promises, gives the crisis lines and keeps health details off the web form.

Checklist before the maternal-fetal medicine page goes live

• The page defines the subspecialty plainly and says whether the practice consults, co-manages or delivers, and where.
• Each physician is named with the board and subspecialty in full, and other clinicians with their credential.
• High-risk pregnancy is explained as NICHD and MedlinePlus describe it, with no fear copy and no outcome promises or rates.
• Ultrasound pages say why the exam is done and who performs it, with no keepsake upsell and no risk-free claim.
• Screening pages say screening, increased risk and confirm with a diagnostic test, and offer genetic counseling.
• The page names who patients talk to about mood, gives 988 for a crisis and 911 for an emergency, and keeps crises off web forms.
• No payment, gift or shared staff with referring practices without counsel’s review.
• Bookings and page clicks stay out of pixels and ad audiences; no ads from patient lists and no targeting by pregnancy or health status.
• The privacy page reflects the federal reproductive health rule status as of its checked date, and counsel has reviewed state laws.
• Stories have a signed authorization and a disclosure of what people can generally expect where needed.

How we help

We build websites, local search, Google Ads and AI front desk tools for independent practices and health businesses, including obstetric and maternal-fetal medicine practices. For a maternal-fetal medicine practice, that means a site that explains high-risk pregnancy in plain words, names each clinician and credential in full, describes ultrasound and screening with dated links to MedlinePlus, NICHD and the FDA, gives patients the crisis lines, and gives referring offices a clear way to send a patient, plus booking forms that keep due dates, diagnoses and insurance cards off the web and away from tracking tools. We do not decide how care is delivered; your clinicians do. Our tools are built with HIPAA in mind. We confirm in writing what a BAA covers before any patient information flows through a tool, and if it is not covered, we do not route patient information through it. We are not a healthcare provider and we do not give legal or medical advice. We do not sell lead lists and we do not pay for referrals. For the wider rules, see our healthcare marketing rules hub.

Sources

• American Board of Medical Specialties: American Board of Obstetrics and Gynecology (checked October 30, 2026)
• NICHD: High-Risk Pregnancy (last reviewed November 6, 2018)
• NICHD: What are some factors that make a pregnancy high risk? (last reviewed January 13, 2025)
• NICHD: How is high-risk pregnancy treated? (last reviewed November 6, 2018)
• MedlinePlus: Health Problems in Pregnancy (last updated July 2, 2025)
• MedlinePlus: Prenatal Testing (last updated June 18, 2025)
• MedlinePlus: Prenatal Cell-Free DNA Screening (last updated March 19, 2024)
• MedlinePlus: Ultrasound pregnancy (review date March 17, 2026)
• FDA: Ultrasound Imaging (content current as of September 19, 2024)
• NIMH: Perinatal Depression (revised 2023)
• 15 U.S.C. 45: Unfair methods of competition unlawful
• 15 U.S.C. 52: Dissemination of false advertisements
• FTC: Health Products Compliance Guidance (December 2022)
• 42 U.S.C. 1320a-7b: Criminal penalties for acts involving Federal health care programs
• 45 CFR 164.501: Definitions
• 45 CFR 164.508: Uses and disclosures for which an authorization is required
• 16 CFR 255.2: Consumer endorsements
• Google Ads: Personalized advertising policy

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